Human consumption of dog meat in South Korea has been a topic of international scrutiny since the 1980s. This paper presents the findings of a research into how Korean and international animal welfare organizations design and implement initiatives that aim to bring an end to the dog meat trade, increase civic engagement and affect social change. Fourteen animal welfare organizations’ strategies and activities were analyzed complemented by qualitative interviews with animal welfare professionals. Results were informed by the school of thought of advocacy, participatory versus diffusion approaches, social change, and civic engagement; elements often found in Communication for Development. Given the complexities inherent in measuring social change, this is largely an explorative study. Furthermore, literature on animal welfare in the field of Communication for Development is scarce; this research attempts to bridge this gap. This research finds that Korean and international animal welfare organizations have employed a multitude of different strategies and engagement of civil society to mobilize social change and bring an end to the dog meat trade in South Korea. Yet as advocates for a specific cause there are limitations in conducting fully participatory based models. Nevertheless, these efforts contribute to a holistic approach that reaches different stakeholder groups, each with unique needs and motivations, for a greater impact than the sum of each organization’s efforts on its own.